A detailed practical strategy for public account data operation

Over the years, how many WeChat public accounts have had their black hair turned into white hair due to operations, how many young people have been banging their heads against the wall due to worry, and how many young boys have been losing their hair. Well, now the author offers us a detailed and complete practical guide to WeChat public account operation, please enjoy~

Headline headaches, topics that never seem to work out, waves of popular posts, reading volume checks for hits, followers and followers, creative exhaustion, etc…

Over the years, how many WeChat public account operators have seen their black hair turn into black hair, how many young people have been so worried that they banged their heads against the wall, and how many young boys have been losing their hair.

From being full of enthusiasm and energy at the beginning to being confused, anxious and overwhelmed now. We have no shortage of vivid, screen-sweeping cases, but what we may lack is the systematic knowledge that allows us to follow the steps.

I have shared with you a lot of content about WeChat public account operations before, and many friends have given good feedback, saying that many of their worries have been gradually sorted out. Here, the author has sorted out these contents again, hoping to help us solve the problems of public account operation more systematically. It also combines some public account analysis tools (the article is long, I hope you can read it patiently)

How does the public account's reading volume come from?

3 topic directions

What is simple sharing

How to get clicks on a title

How to improve user attention rate

How to reduce the user unfollow rate

4 Viewpoints to Optimize Content

Popular or not

Can I reprint the article?

Official Account Self-Check Checklist

01How does the public account get its views?

Before answering this question, you should consider these formulas:

Total article views = views by users who have paid attention to the article + views by users who have not paid attention to the article;

Number of views by followed users = total number of fans x opening rate of conversation title;

Number of views by unnoticed users = total number of covered Moments users x opening rate of Moments titles; (unnoticed users mainly consider Moments channels, ignoring other small traffic channels here)

Total number of friends circle users covered = total article sharing volume x average number of friends in the user's friend circle;

so:

Total article readings = total number of fans x session title opening rate + total article sharing x average number of friends in the user’s circle of friends x title opening rate in circle of friends.

Of course, this is not a completely accurate mathematical formula, but it can largely reflect the important components of the total reading volume of a popular article. The total number of article views also includes many details, including:

Public account conversation reading

Forward to old friends (including forwarding to old friends, forwarding to groups)

Moments (including forwarding to Moments and sending links to Moments)

Historical information (including inspection after attention and inspection without attention)

Take a look (The article was recommended to WeChat "Take a look")

Search (Search on WeChat to find articles directly)

Others: WeChat menu, public account page template, public account automatic reply, public account article internal link click, WeChat collection reading, picture and text reading original text click, WeChat page card (including picture and text page advertisement click, original article is reprinted after click)... and so on.

The same principles apply to reading, and there is absolutely no problem using this formula as a model for consideration. If you calm down and think carefully, you can get a lot of inspiration for the direction of your operations.

2. 3 topic selection directions and 1 topic selection map

"80% of the success of an article depends on the topic selection." It sounds exaggerated, but you will believe it when you do it!

But~choosing a topic is difficult! What content to produce for a public account has always been a concern for operators. It’s good if you have built your own topic bank, otherwise you will be selecting topics, selecting topics, and selecting topics from morning to night. Many of my friends are going crazy about this.

Especially for beginners, many of them don’t know where to start and just do one article every day without any order. The author gives us three topic selection directions, which are basically applicable to all public accounts.

We say that official accounts should provide users with valuable content and be able to help them solve certain problems, right? So, in the final analysis, what kind of valuable content should be provided? What problems does it help users solve?

We can provide 3 types of topics and solve 3 problems.

Write conceptual articles and provide technical guidance.

Writing about emotions and mental states can help to comfort the soul.

Writing about popular news can relieve information anxiety.

Any industry and any group of people need technical guidance, practical suggestions and informative content; everyone needs content that can provide comfort, express emotions, relieve stress, or help express themselves or even vent emotions; everyone also needs to receive the latest news and industry information.

These 3 types of topics are basically what everyone needs! Such content is easier to survive and live longer.

To sum up, users have: common sense anxiety + emotional anxiety + information anxiety.

In order to do these three topics well and avoid deviation, we also need to consider three key items:

(1) Public account type positioning - dealing with the proportion of these three types of content

What is the core purpose of your official account? Positioning is to help “which users” solve “what problems” in “what scenarios”!

Clarify this question, and then determine your positioning based on whether you want to create a public account that publishes practical ideas, news and information, or emotions? This directly determines the proportion of the above three directions of content in your official account, so that it will not go astray.

(2) Vertical refinement direction - dealing with the scope of these three types of content

Don't pursue big and comprehensive, it's good enough to be small and beautiful. Your vertical and detailed direction directly determines the scope of your public account content, so don't be too broad.

When writing practical content, it is the detailed knowledge in your field; when writing about emotions, it is not so broad that there are no boundaries. Although most of the emotional appeals of modern people are similar, the emotional appeals of different groups are different. People in the workplace have their own worries, those born after 1995 have their own worries, and young parents also have their own worries.

Not to mention writing hot news, because we have always emphasized the relevance of news and public account characteristics, and each group has their own topics and perspectives of concern.

(3) Personalized positioning of oneself - dealing with the style, values, and tone of these three types of content

What kind of person do you want to portray through your official account? This not only helps you distinguish yourself from other accounts, but also helps users perceive your account through a character model with distinct characteristics, rich emotions, and concrete images.

This directly determines the writing style, expression method, language characteristics, content tonality, etc. of the above three directions.

Okay, with these three topic selection directions, next we need to make the topic selection more detailed and systematic, and make a topic map that our users need.

Our official account brings value to users, helps them solve problems, and even helps users grow and eliminate anxiety. What we need to do is to continuously provide "knowledge needed for user growth" to help them eliminate anxiety and become better.

At this time, we can list the "knowledge/information required for user growth" and continuously provide users with valuable content based on this, which is the topic selection. For example, for a public account operating new media, its "common sense required for user growth" and the corresponding further detailed content are as follows:

It should be noted that this refinement is endless. It is just a starting point, the starting point of a huge content selection library.

If you want to have more specific content planning, if you want to know more clearly what content to produce, if you want to have a clearer direction for topic selection, then each point in this diagram must be continuously decomposed into the next layer and the content must be continuously refined.

This topic refinement must be a long process, constantly supplementing and refining the knowledge (dry goods, emotions, information) required for user growth, and optimizing key items and unnecessary items.

Over time, a complete user growth knowledge graph will appear in front of you step by step. After completing this step, you have made tremendous progress, and your control over the topic selection can be said to be a sudden change.

3. What is easy to share?

Think about this question: Why would users share your article?

This is just like selling products. In addition to the product itself being good, we also need to give users a reason to buy it. Similarly, when creating content, we also need to give users a reason to share it.

In essence, everyone likes to share. How many people have you seen who can keep a secret? But people are all profit-seeking, so no one would share without a reason!

This brings us to social currency, which is a factor or tool that can induce communication.

Simply put, everyone has the desire to "share ourselves", and we all tend to share content that defines ourselves according to our own ideas. Basically, anything that can be self-described is social currency.

In life, money is the easiest to circulate; on the Internet, social money is the easiest to circulate (forwarding and sharing). On social media, the key point of communication is to increase the social currency attributes of the content.

The social currencies for this type of content mainly include:

(1) Provide users with topics to talk about

Can your content provide users with topics for conversation?

"Beijing, 20 million people are pretending to live"

"Slash Girl!" Started a business at the age of 22, appeared on Forbes twice at the age of 28, and built a first-tier Silicon Valley fund within 10 years.

(2) Help users express their ideas

Can your content help users express what they want to say? Can you help them express the ideas that have been weighing on their minds?

To the Bitch: Why Should I Help You?

What do girls hate boys posting on their Moments the most? 》

(3) Assist users to create/consolidate their image

Can your content help users portray and strengthen the social image they want? It's easier for football fans to forward World Cup information, isn't it?

People always ask me what it's like to be a nurse

《Ten cities that travel lovers must visit! 》

(4) Meeting users’ needs to assist others

Does your content enable users to assist their friends, family, and co-workers by performing altruistic acts?

"ferocious! A sticker can protect women's personal safety. It turns out that this is how it works.

The three major operators announced that domestic long-distance roaming charges for mobile phones will be cancelled starting September 1.

（5）Promoting social comparison:

Does your content make them look more prestigious? More stylish? Or richer? Can you get them involved in social competitions?

Do you think you can get a good night's sleep in business class? 》

"115 seats in the Fortune Global 500!" How far are Chinese companies from greatness? 》

If your content is of a certain quality and can provide enough social currency (providing topics for conversation, helping others, displaying your image, facilitating expression, and promoting comparison), then the chances of forwarding and sharing will be greatly increased.

You can often ask yourself after writing an article: Can my article be used as social currency? What are possible reasons for readers to share and forward?

Think about it, strengthen it!

4. How to choose a title

The operation of WeChat public accounts will never escape the issue of writing titles. The title directly determines the opening rate and even the subsequent sharing rate. Success or failure sometimes depends on the title.

As for how to choose a title, Lao Zei suggests that everyone must pay attention to the three key functions of the title and cannot be ignored: one is to increase the opening rate; the second is to manage user expectations; the third is to promote sharing. Instead of just focusing on the opening rate.

The first is to increase the article opening rate:

There are many ways to increase the opening rate of titles, such as: creating suspense and curiosity, related to "sex", related to "me", including contradictions, using specific numbers, describing details, chasing hot spots and hanging out with rich people, Zhihu style, using comparisons, affecting pain points, providing solutions, highlighting benefits, creating an atmosphere of urgency, emphasizing scarcity, indicating regions, promising value, using endorsements from big Vs, inventory collections, adding modifiers before and after, implying risks, titles with guiding suggestions, directly indicating the beneficiaries, affecting emotions... and so on.

The author has previously combined the titles of many public accounts in the past with his own practice and summarized 10 ways to write titles:

(1) Numeric symbols

Our brains will recognize numbers first. Using numbers in titles can increase recognition and stimulate people's desire to open the article. For example: "5 hours and 3 viewings, it deserves to be the best Chinese language"

(2) Questioning and questioning

Question sentences can effectively trigger users' consensus and curiosity, while the tone of rhetorical questions will be stronger and often break the readers' past cognition. For example: "What's the use of this leather jacket if I can't drink milk tea? 》

(3) Follow the trend

This thigh can be a famous company, a famous school, a celebrity, a star, a KOL, a popular event, etc. For example: "The Forbidden City has released a lucky red string, Yao Chen, Jing Tian, ​​and Wu Qilong are all wearing it"

(4) Practical information

A typical example is telling readers: You have a solution to this problem. For example: "Are you particularly ugly in your boyfriend's camera? With these 3 simple tricks, you won’t have to worry.

(5) Quote dialogue

The easiest and quickest way is to add the words "you and me" as if the reader is right in front of you. For example: "Congratulations! I saw the most reliable eye cream review before I turned 25! 》

(6) Surprise offers

First, inform users that the product is popular, has high sales, is loved by celebrities, etc. Then create a sense of scarcity or surprise. For example: "The designer bags that people are crazy about on Instagram are only 1 yuan."

(7) Opera resistance

The core of dramatization is to create contradictions, conflicts, and contrasts. For example: "I lost 30 pounds by eating midnight snacks every night"

(8) Curiosity and suspense

Arouse users' curiosity but don't immediately provide the answer. For example: "If you follow the trend and buy these lipsticks, you will only become uglier! 》

(9) Comparison rule

By comparing with reference objects, users will be more willing to click to learn more. For example: "These 10 small items used during menstruation are 100 times more useful than brown sugar water"

(10) Find your seat

Through specific labels and attributes, we can target the group of people and make users unable to take their eyes off it - this article is written specifically for them. For example: "What are the little quirks of Aries that are difficult to talk about? 》

These methods can indeed greatly increase the click-through rate of the title, but if they are simply to attract clicks, they can increase the opening rate, but they may also create spam and cannot increase the overall reading volume of an article. Because the second function of the title is to manage user expectations.

The first function of a title is to increase the opening rate, which is actually to improve users' expectations of the content of the article through the title, make users full of expectations for it, and stimulate their interest in clicking to understand it. But if you only consider the opening rate and recklessly choose eye-catching titles, the result is likely to be a clickbait. You have given users very high expectations, but if the content cannot keep up, not only will it fail to increase the number of views in the end, it will also cause users to be disgusted and unfollow you.

Title management is actually about striking an expected balance between title and content. While raising user expectations and stimulating user interest in opening the title, we must also take into account users' feelings after seeing the content. Exaggerated titles will lead to mistakes.

A good title should be one that exceeds user expectations, rather than exaggerating empty talk that is detached from the content.

This brings us to the third function of the title: promoting sharing.

On the one hand, this expected relationship between title and content will directly determine whether users are willing to share. Even if your content is good, but users feel that it falls short of the expectations given by the title and is suspected of being a clickbait title, they will not share it. Because he doesn't want to be a disseminator of "clickbait", he doesn't want to share the same experience with his friends on a large scale.

On the other hand, even if the content exceeds the user's expectations, if sharing it in Moments will affect his social image, the user will not share it. For example, "Fuck! Get Out

Therefore, when writing a title, you should not only consider the number of views, but also consider what kind of social image the title will bring to the user. It is important to benefit yourself and also to benefit users.

5. How to improve user attention rate

In addition to the number of views, topic selection, and title selection... whether the pictures and texts of the public account can gain new attention and whether they can increase the number of fans has always been a headache.

There are only 1% of public accounts that have screen-sweeping cases, while 99% of public accounts have lower and lower image and text opening rates. Even if you work hard to increase the number of views, users just don't pay attention to them.

How can you gain followers if you don’t pay attention? No amount of activities or advertisements will help!

Before that, we must note that new focuses are all for external users. This is a practical issue. We need to make those who don't pay attention to us when they read the article pay attention to us.

So how can we make new users willing to pay attention to our articles after reading them?

Not to mention the point that the content itself is solid, it is definitely the key to increasing the attention rate of the official account, and it is the foundation of everything.

The author shares with us some detailed methods:

(1) Let the reading really begin

Just because a user clicks on the title to enter your article does not mean that he will read your article carefully.

Without an article to initially arouse his desire to read and make him focus on the article, your users may have already left, let alone paid attention. At the beginning of the article, give us some suggestions.

Condensed essence: can briefly summarize the main points of the article so that readers can have an anticipation in advance. For example, you can write the content framework of the article at the beginning to make it easier for readers to read and understand; you can also summarize the content of the whole article.

Describe the pain points: You can throw out the pain points that hurt the readers, arouse their interest, and then give suggestions or solutions step by step.

Create suspense: You can create suspense, depict contrast, create conflict, etc. at the beginning to arouse readers' curiosity. This is probably the most common initial approach I have seen.

Golden sentences and famous quotes: Use powerful golden sentences or famous quotes to set the tone for the entire article and immediately make readers nod in approval. However, famous quotes are easy to find, but golden sentences are hard to find.

Tell a story: You can tell us a short story at the beginning. People who know how to tell stories never worry about not being able to start. It is still one of the most effective ways to attract readers to read.

Get straight to the point: You can also talk about the matter and express your views directly. This method is still very suitable for the current era of fragmented reading, because it is not verbose or roundabout, and you can just say what you want to say directly.

Introduce the event: You can also directly transition the focus to the main content by describing a piece of news, your own experience, or the latest phenomenon. The original function of the article is actually very similar to storytelling.

(2) Head guidance

In the pictures and texts of public accounts, there is a huge difference between placing emphasis on guidance and not placing emphasis on guidance.

A small number of new readers will particularly want to pay attention to you, but most readers are in a situation where they can pay attention to you or not. At this time, an obvious prompt will play the role of "psychological suggestion".

You can draw attention in a very simple and rough way: you can also use a very distinctive and tonal sentence to draw attention.

(2) The introduction/introduction of the public account is clear enough

We usually give readers a recommendation or introduction of the official account in the picture and text, which is also a key factor in increasing the attention rate of the official account.

Readers value a public account not only to read your article, but also hope to continue to read a certain type of article from you in the future. You have to tell them this yourself and don’t let users guess what content you will provide. If you can't give him a clear expectation, it will be difficult for him to choose to pay attention to you.

Therefore, we need a clear introduction to the official account: tell readers what we do, what problems we solve, what our style and tone are, what groups we are mainly targeting, what our advantages are, whether there are any endorsements, etc.

(4) Add a reminder to the QR code

Generally, there is a QR code at the end of a public account, and it is true that the only thing between the user's "final decision" and "starting action" is a "guidance".

Adding a message to the QR code to guide attention is much better than simply putting a QR code to follow, and the behavioral guidance is more obvious.

(5) Prepare some “small gifts”

This method is used very often, that is, to allow readers to get the pre-set things in the background after reading the article.

If what you provide is really needed by readers, it will not only not cause conflicts among readers, but will also greatly increase readers' favorability towards the official account. For example: you can make a voice message and recommend an article every day like Luoji Sixiang did before; for example: you can prepare some information packages/tool ​​kits/discount packages for readers.

You can also prepare some small gifts for readers, such as books, red envelope passwords, privileged services, memberships, etc., which can further increase the possibility of readers paying attention after reading the article.

(6) Provide more rich content for new readers

This method is also relatively common, and it can recommend more high-quality articles in the form of pictures/titles/tag clouds at the bottom of the text and pictures.

This allows new readers to read more helpful content and allows them to quickly judge the content quality and direction of your official account.

Of course, the most direct effect is that it will invisibly make readers feel that at least the content of our account is quite rich.

(7) Adding differentiated features to the official account

For a similar public account and a similar article, why would readers choose to pay attention to you instead of others?

You need to give him a reason to choose you!

The most direct way is to add some differences to the official account, preferably differences that exceed expectations, so that it will be more satisfying to understand.

For example, in typesetting, we can better plan the typesetting of pictures and texts, so that readers can read and understand better than others;

For example, we can think of readers making a mind map of each article, which is also a good difference;

For example, provide readers with the resources mentioned in the article, so that they have a little surprise after reading;

…

The more we do for our readers, the more support they will give us in return. It's a mutual relationship.

In addition, there is one thing that is most different from other public accounts, that is, your style, or the personalized characteristics of the public account, which must be strengthened and strengthened again and again.

(7) Complete carefully and pay more attention to

If a reader reads back to the end of the picture and text, the possibility of paying attention is greatly increased. At this point, if the film ends badly, we can only say that it is a big failure.

As for the end, here are some suggestions for us:

Summarize the whole article: give a brief summary of the whole article to help readers sort out their thoughts;

Emphasize the concept: You can emphasize the concept again, enhance the theme, and let users firmly get your point;

Chicken soup is consistent: being able to throw chicken soup directly is to move you nakedly;

Famous quotes: You can create famous quotes or quotes, which will immediately improve your style and influence readers to share;

Topic interaction: You can also throw out a topic specifically to trigger comments;

Preview of the next issue: You can also make a preview of the next issue to attract your readers. Pay attention, the next issue will be more exciting.

In short, even if you can't think of a good ending, don't use a bunch of irrelevant nonsense.

6. How to reduce the user unfollow rate

I finally managed to increase the number of readers and gain the attention of a group of fans, but in the end, two words fell from the sky: unfollow!

Seeing these two words makes me tremble with fear. This is the most painful thing for a new media editor! So what can we do about this?

In addition to staring at the backend for an hour, at least you should know: if users have started to pay attention to you, there must be a reason, perhaps because of one of your articles, a column, a function, a service, an interaction, an event, etc. Correspondingly, after a period of time, he unfollowed me again, and there must be a reason for that.

Many people like to work on it immediately after discovering a problem, without analyzing the cause at all, and just make changes wherever they can. If you don't analyze the reasons for losing fans, how can you really find the key to losing fans and solve it?

The author suggests that we analyze the possible reasons for the loss of followers of public accounts from three perspectives, and then propose hypotheses and verify them to solve the problem.

1. Content is whether it retains users

Even if you carefully select topics every day, if users just click on it and pass by, your content will not retain people and may not be recognized by us, then it will be in vain.

(1) Is the positioning of your official account clear?

The most frightening thing about running a public account is that there is no clear positioning, you don’t know what you want to do, and you don’t know which content to push under the positioning.

You are so confused and your fans are all confused, how can you not unfollow you?

You can find a few people at random, look through the historical articles of your official account, and ask them how they feel, and you may have the answer.

(3) Is your content of relatively high quality among similar public accounts?

Have you ever compared your content with that of similar public accounts? Are you polishing it more attentively than them? Do you have features, services, or user insights that others don’t have?

Users are not fools. They will choose a public account with better content. If they cannot compare with others for a long time, it is only a matter of time before they unfollow it.

The most direct method is to analyze and compare competing products and optimize them based on your own account. And add some differences to the public accounts, such as functions, services, and content, so that users can feel more satisfied.

（3）Is your content also moving forward?

In such an era, not moving forward means giving in.

The same applies to running a public account. Have you upgraded your content accordingly based on the changing trends in your work? Maybe there are more extensions to your positioning?

If not, it would be riskier. The user is moving forward, but you are still standing still, so of course he has to move on. If you want to keep people, you have to move with them, and move more.

(4) Is your content continuous, making users want to wait and see?

When a new user sees your article for the first time, he may think it is good and pay attention to it, but it is only temporary. He just wants to read the follow-up content.

When he reads your article for the second or third time and finds that it is highly vertical and is in a series, the fan stickiness will be greatly improved and he will often wait for you to push it. Even if your content doesn't perform well a few times, he can accept it. This is a real "deal" and can reduce the number of unfollows.

2. Is your user experience good?

Making a public account is like making a product. If the understanding is poor, it will be difficult to retain users.

The refinement of the sense of understanding is endless and involves every aspect, no matter how big or small. Fortunately, creating a sense of experience for a public account is not as difficult as polishing a product. There are many things we can start optimizing right away.

(1) Is the visual experience of the official account poor?

For example, the illustrations, layout, and revisions are particularly poor. In this situation, users usually unfollow because they can't stand it anymore. It is the most inappropriate to die over this, so I won't say more.

(2) Are there too many advertising tweets?

First, the push density of advertising tweets needs to be properly arranged;

Second, the more often you promote ads, the more you should create better content to reward your fans;

Third, carefully check the ads you receive and be responsible to your fans;

Fourth, test the advertising content in a way that they prefer and are more accepting of.

(3) Is it a long-term clickbait?

Please note that I am talking about "long-term" clickbait here. It's okay to use clickbait once or twice, but if you do this frequently, it's basically suicide.

Every time a clickbait headline is used, it consumes the fans’ trust. After a long time, no one will be so stupid as to do that.

(4) Is the push frequency too high or too low?

Every public account will have its own push time and frequency, but one thing is: don’t push just for the sake of pushing. If the quality is not up to standard, it is better not to push.

If you don’t have such a large content output, or your energy is limited, you can ensure the quality of push notifications by reducing the frequency of push notifications. Push notifications every day will not retain users. On the contrary, bad content will actually drive them away.

(5) Do you often fail to reply to background messages? Not replying to messages?

If someone sends you a message or leaves you a message and you don't reply, then you can only wait for death. Especially the message section, you must make good use of it, reply to those who should be replied to, and reply to those who should be replied to.

Encourage us to leave messages frequently to form positive interactions.

(6) Are the main points of the tweet clearly understood?

In the era of fragmented reading, users' attention is always less focused, and they tend to read more quickly by scanning or jumping. At this time, many key parts of the article are likely to be directly ignored, which will affect the user's reading experience, including the judgment of the official account.

The simplest method is to highlight the central part of your image and text, you can make it bold, add color, underline, etc.

3. Have you established more connections with fans?

If you fail to establish more connections with users and only connect with them through tweets like "you write and they read", this connection will be very weak.

Moreover, with this kind of weak connection, users will not feel any "burden" if they unfollow the user, so we must be on guard!

(1) Do you often interact with users?

For example, Xinshixiang has evening prayer time, Shenyefawu has topic comments, and Chanchuangyihui often initiates topics for UGC...

These are the user interaction methods they have explored during the long-term operation process. They match their own positioning or business, are also liked by users, and can better enhance the connection between the official account and fans.

There are many ways to interact with public accounts. You can add a heartfelt word/small thought at the end of the picture or text; you can answer a fan question every day; you can collect readers' stories and publish them; you can initiate various interesting polls; you can even prepare a fan festival, etc.

(2) Is there a dedicated community to maintain fans?

When it comes to simply maintaining fan connections, public accounts are definitely no match for social networks. Tuotu has discussed this issue with some self-media people before, and they all generally believe that the unfollow rate will drop a lot after having a dedicated fan group.

Really connect yourself with your fans. The value of this link is not limited to user protection, but also includes brand communication, event communication, product research, direct sales, etc.

This community can be a WeChat group, a knowledge planet, or a rice ball, etc., so that fans can find a group and have emotional payment.

(3) Have you encouraged your fans to invest more in your official account?

When people decide whether to do a job, they will not only look at whether it is beneficial to them, but also look at how much they have invested in it in the past, such as time, money, emotion, energy, etc.

The more a person invests in something, the less likely he or she is to throw it away.

The question is, besides getting users to spend time reading articles, what else do you get them to invest in on your official account? For example: users' opinions can be collected frequently, users can be allowed to participate in the operation of the official account or community, users can help the official account review manuscripts, plan activities together, choose topics together, promote the official account together, participate in the division of official account columns together, etc.

7. Optimize operations from four perspectives

Suppose after operating for a period of time, you suddenly lose your direction and don’t know how to optimize. At this time, we can start with the two most basic indicators: article opening rate and sharing rate.

The opening rate reflects whether your topic and title are attractive enough, which directly determines whether users click on the article; the sharing rate reflects whether the content of your article is enough to impress users, which directly determines the secondary dissemination of your article.

Based on the opening and sharing rates of WeChat articles, all tweets of a WeChat article can be classified into the following four types:

Category 1: High opening rate, high sharing rate

Category 2: High openness, low sharing

Category 3: Low opening rate, high sharing rate

Category 4: Low opening rate, low sharing rate

(1) High opening rate and high sharing rate

This double-high situation is of course the best and most ideal.

Success is hard-won at this time, and once we succeed, we need to learn to succeed. Immediately analyze these "double-high" articles, from topic selection to title, from layout to content, from forwarding settings to emotional expression... summarize the methods without missing any one, and then put them into your own "arsenal", polish and accumulate them for a long time, and form your own systematic knowledge.

(2) Low opening rate and low sharing rate

This double-low situation is definitely what every new media person least wants to see. But once something happens, you can't avoid it, so you might as well learn from it and try to prevent it next time or even avoid it altogether.

What to do?

We need to summarize the points of failure and carefully review and optimize the content included in each point 01-06 above.

(3) Low opening rate, high sharing rate

After the article was pushed out, the sharing rate was quite high, but the opening rate was very low. This situation was the most worrying, because we worked hard to produce several thousand words of content, and the quality was recognized by us, but it failed in terms of opening.

Not reconciled! If the title and cover don’t attract people to click on it immediately, then it will never have a chance to appear on the stage.

At this time, you need to refer to the above "04 How to choose the title" for optimization.

(4) High opening rate, low sharing rate

Finally, one situation is that when an article is pushed out, the opening rate is quite high, but the sharing rate is very low. In this case, if your article is not good at all and is just a clickbait title, then there is nothing to say.

Assuming the topic itself is good, and you have worked hard to create the content, and the title is just right, but in the end, due to some details not being done well, the sharing rate is very low, which ultimately leads to a significant reduction in the number of readers.

Sad and pity!

The question we need to solve at this time is why those who have read the article share your article?

So here you can refer to the diplomatic currency mentioned above, including: providing topics for conversation, helping to express ideas, helping to stabilize the image, satisfying users' needs to help others, and satisfying the psychology of comparison.

8. Should you chase after someone who is popular?

When a hot job comes along, the first thing we have to decide is whether to pursue it, and we have to decide quickly.

We don't have to chase all the hot spots, and not all the hot spots are suitable for us to chase. We must first have some criteria for judging the hot spots.

(1) Heat

This is very simple, it is the popularity or attention of this hot item. Of course, you also have to pay attention to the coverage of this popular product among your policy population.

(2) Degree of communication

Being popular is not just about popularity, it also needs to have a certain degree of communicability, such as being fresh, interesting, useful, emotional, and having attitude.

(3) Topic

What is meant here is the topicality of the hot topic itself, such as being controversial, having loopholes, having a collective focus, having strong emotions, being open-ended, being relevant to everyone, and being extensible.

(4) Relevance

This correlation includes two aspects: one is the correlation with your positioning, and the other is the correlation with policy users.

To put it simply, it doesn’t make much sense to assume that a job is particularly popular but cannot be associated with your job and positioning attacks.

Similarly, the hottest you see may not be popular in the eyes of policy users, and may not be interested at all, that is, it is very weak related.

(5) Risk degree

Chasing the sought-after players is also a need to consider risks. Many marketers will occasionally lose their rationality, which will lead to the sought-after players that will damage the brand and damage corporate values.

The above are the five criteria for determining whether to pursue the hottest. Here, the author did not write down the "timeliness" alone, because those who are popular in the topic will be more timely and can continue for a period of time.

So how do you judge whether to pursue it if you have standards?

Use the simplest method to score each evaluation criteria from 1 to 5 points: 5 points to 1 point corresponds to: 5 points (high), 4 points (not good), 3 points (general), 2 points (a little bit), and 1 point (no at all). As for risk, its score is exactly the opposite: 1 point (high), 2 points (medium), 3 points (general), 4 points (a little bit), 5 points (no at all). This is easy to understand. The bottom of the risk, the higher the score!

First, the table is as follows:

According to the actual situation, you can add or delete some judgment standards, and many public accounts themselves have some hard and rigid standards to follow popular ones.

Then, each judgment specification is scored based on the specific popular events.

Finally, each judgment specification and corresponding score are generated into a radar chart, so that each popular can be compared intuitively. The more complete the radar chart, the higher the popularity is.

What you need to pay attention to is why you need to use radar maps? The emergence of radar maps will be more intuitive and balanced. Never add the scores of each judgment standard directly and then compare the size. This is meaningless.

Since any judgment standard cannot be determined, it will directly decide on the effect of chasing hot topics. For example, although your total score is very high in the end, if the "risk" is 1 point, you can't do it.

9. Can the article be reproduced

People often ask: Can you reprint articles from other accounts by making official accounts? Will it be bad?

My concept is very simple: reprinting is not a shame, on the contrary, just look at some large accounts and you will find that they need to reprint every day, and even the reprint volume is more than the original volume.

In addition to a small number of distinctive personal self-media, reprinting can be said to be a necessity for most public accounts. Many editors of public accounts spend a lot of time every day authorizing reprinting articles, sometimes even more than the time they choose topics.

The existence of a public account brings value to users, and users make the public account generate value, which is the intention of operation. Therefore, whether it is original or reprinted, the ultimate goal is to continue to provide good content that satisfies user value and exceeds user expectations.

If your reprinted content is satisfactory, it is possible, and users will prove that this is right. And many users don’t care who wrote it, what they want is: “Wow, this content is great!”

In addition, most reprints are to relieve the pressure of original creation.

If you have strong original skills, then of course you will write original works. But the realization is that most public accounts reprint not because they do not have original skills, but because they have too much demand for posting and do not have that much energy.

Therefore, when the original output is limited, reprinting is not a bad idea. This does not encourage us not to be original, but to encourage us to continue to invent value to users through original + reprinting, and to have more energy to advance our original talents.

In the end, the original topic selection needs to be a question bank and a topic selection group. There are also a reprint library for the same reprint. The reprint group can not only improve the reprint power, but also make contact and get double openings.

Here you can use the third-party data recovery tool Tutu data

10. Official account self-inspection list

Every new media person should have a daily self-inspection list summarized by himself, as a code of conduct and guiding norms, and constantly promote his own growth and progress.

We need to summarize the problems found in failures one after another, break down the common sense learned into key points, sort out the specifications you often ignore, summarize the points you need to pay attention to, form a self-examination list, and learn to conduct self-examination!

Regularly comparing the self-examination list can avoid many mistakes that should not be made, clarify the things you should pay attention to, be able to truly utilize the common sense learned before, and do better in all aspects of operation, and then you will naturally get closer and closer to success.

The author has also compiled a list of issues that new media people need to pay attention to in their daily work for your reference, a total of 60 items.

Who is my policy user? Ask yourself at least once a week, it is best to think about it every day.

What are the long-term needs of my policy users, and what are the needs to be processed immediately?

Is my official account positioning clear? Is it helping "what users" deal with "what problems" in "what scenarios"?

What value can my official account bring to policy users? Provide dry goods, deal with information anxiety, or provide emotional comfort?

Why do users choose other processing solutions and look at other similar public accounts? What are their dissatisfactions? How else can I improve?

If I want to be the first choice for policy users, do I have any users who must come to me to be more satisfied with?

If the user contacts me in the background, what will they call me? Editor?

My official account has established awareness of new readers? For example, let users understand the positioning of the official account at the first moment, highlight the introduction of the official account, prompt keyword reply, etc.

…

The above is only partially extracted, and you can view the "A daily self-inspection list of new media people" in detail! 》an article.

You will find that every time you look at the self-test list, it will bring new inspiration and thinking, and after one round of optimization of the list, you will feel more confident.

OK, the above is the relevant content on the operation of WeChat public account compiled by the author for us. I hope to help you better establish your own system common sense system.

Of course, these methods still require verification. There is no 100% good solution for the world. One thing may be suitable for all public accounts, the only thing that is not suitable for you; or maybe it is only suitable for you, and you don’t know if you don’t verify it.

Sometimes simple use of ideology will not only not only fail to achieve results, but may also kill you.

In 2019, no matter whether it is the middle of winter for new media practitioners or the new spring, no matter how this profession changes suddenly. Instead of staring at the abyss stagnant, it is better to strode forward and seize the day!

Finally, I will share a sentence from British writer Chapman to us: whether it is the singing of a beauty, or the barking of a hyena; whether it is the tears of a crocodile or the howling of a wolve, it will not make me unsteady.

I wish we will make progress every day!

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